Advertising and Sales Promotion

561. Mobile marketing to-date is most successful among

1. Younger consumers
2. American consumers
3. Asian consumers
4. Spanish consumers

562. Most of the early advertising models were developed on the principle that individuals are cognitive information processors and that ads are understood as a result of_________________________

1. emotional involvement processing
2. superior recall
3. information processing
4. advertising triggers

563. Music is used frequently in advertising as ___________

1. an executional cue
2. a standout feature
3. background
4. a mood setter

564. Name two of the three major types of advertising found in newspapers

1. Classified
2. Display
3. Below-the-line
4. Banner

565. Of the following, which is not a method of costing media

1. CTR
2. CPA
3. CPR
4. CPM

566. One advantage of Mobile marketing is that it is not

1. Inferior in its creative possibilities
2. Place-based media
3. Prone to security breaches
4. Dependent on GPS systems

567. One of the following is not a strength of magazines

1. Inherent design flexibility
2. Shelf-life
3. Quality reproduction
4. Deadline flexibility

568. One of the main aims of creativity in advertising is to gain:

1. Brand Loyalty
2. Awareness
3. Interest
4. Attention

569. One of the most important international, culturally oriented research exercises, was undertaken by

1. Hofsvelt
2. Hofshouse
3. Hofstede
4. Hofsmann

570. One significant change in the paid-for media environment is

1. Terrestrial and satellite radio offerings
2. The number of print vehicles available
3. The presence of social media sites
4. The addition of cable TV